Strategi Jargon Politik “Santuy dan Santun” oleh Partai Solidaritas Indonesia dalam Komunikasi Politik di Kalangan Pemilih Muda

Abstract

This research is entitled The Strategy of “Santuy and Santun” Political Jargon by the Indonesian Solidarity Party in Political Communication Among Young Voters. This research aims to find out how the strategy of “santuy and polite politics” applied by the Indonesian Solidarity Party (PSI) in political communication to convince young voters. This research uses qualitative research methods, with data collection techniques in the form of primary and secondary data. Data analysis techniques include data reduction, data presentation, and data analysis and verification to ensure the accuracy and relevance of research findings. The results showed that PSI's communication strategy succeeded in attracting the attention of young voters through the use of relevant and interesting jargon. By utilizing social media, different communication approaches, and the active involvement of young figures such as Kaesang Pangarep, PSI was able to create a strong emotional connection with the critical and dynamic young voter segment. The impact of this strategy is seen in increased participation of young voters in the political process and increased trust and loyalty towards PSI. In addition, this communication strategy also successfully influenced young voters' perceptions and attitudes towards PSI, helping to build a strong party identity and image among young voters. With a relevant and targeted communication approach, PSI managed to build a strong relationship between political parties and young voters, which ultimately had a positive impact on favorable election results for PSI.